Disrupting the C-Store Experience
WARREN, MI (August 20, 2020) – Farmington Hills, MI-based Island Lane Capital and Federal Heath, Euless, TX, worked together to create a new strategy for a ground-up C-store brand vision and retail store design called Simon Xpress.
In addition to the C-Store, Simon Xpress houses an Einstein Bros. Bagel & Coffee shop and a Buscemi’s Detroit-style pizza shop.
“Our designers see each project as an opportunity to bring a unique and differentiated brand experience to life. Designing in 3D real-time, we utilize the volume of space, form, layering, and scale to develop a holistic approach to the environment,” explains Michael Benincasa, VP of Retail Design & Strategy for Federal Heath.
As part of the new design, the Federal Heath team was engaged to create and complete a brand vision from the ground up. The scope included: new brand creation, brand voice, logo development, design concept, fabrication, and installation. The team wanted to disrupt how customers shop in a traditional C-store. “We created a clean, crisp, and modern refreshed environment that invites customers into a warm, welcoming space.” Shades of white, gray, and taupe speak to the clean, modern look, while light wood tones add warmth and comfort to the space. Hints of brand colors reinforce the experience that separates Simon Xpress from its competition. Customers are encouraged to not only shop but indulge in multiple food experiences and sit and stay a while with its comfortable bar seating inside and multiple seating options in the contemporary-styled outdoor patio lounge.
Faiz Simon, Owner of Simon Xpress, said, “I wanted to elevate the average Convenience Store experience of a customer’s journey for a new level of quality & convenience. I am dedicating this store to my father, who came to this country in 1973 and created his dream to open his first C-store. Due to his dedication, vision, and insight, I now proudly introduce the next level of the convenience store.”
Federal Heath created and installed a newly branded interior store design, including concept/brand development, fabrication of signage, forecourt canopy, illuminated CoLite™ ceiling rings, custom graphic wall coverings, illuminated CoLite™ wood beams, dimensional copy, Illuminated SEG graphics, and Wallmaker™ white contemporary siding, completing a total environment refresh from A to Z.
“Faiz Simon has built and operated hundreds of fuel stations and C-Stores in the Midwest and Southwest, under various brand names, as an extension of his family’s fuel distribution company. Reimagining the Simon Xpress brand allowed him to express his style and vision for a unique offering in a C-Store experience.” – Tony Camilletti, National Account Executive, Federal Heath.
The Simon Xpress redefines an ever-changing industry in the C-store category and positions itself ready for the future of how C-stores are shopped. Customers have multiple food choices in the inviting, welcoming, contemporary space, including grab-n-go meals or sit-and-stay options. Other items such as snacks and fresh produce, wine, beer, and over 10,000 bottles of liquor choices make Simon Xpress a convenient and unique retail experience.